Category Archives: Creative

Assumptive Close

If You Write B2B Copy, You Need This Blog Post

Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” or “Can I deliver that to you this Friday?” In theory, asking… Read More

Janrain Webinar invitation

Design Choices & More Sink Webinar Invitation

I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. The Webinar invitation below from Janrain, a software company in Portland, Oregon, illustrates some of the perils inherent in… Read More

Responsive Versus Mobile Friendly Email Design

Infographic: Mobile-Friendly vs. Responsive Email Design

As mobile devices continue their torrid growth in the business world, B2B email marketers face a dilemma: is it enough to make emails “mobile-friendly” – in a way that at least renders those emails legible and easy to read, or should they go the extra step of programming emails to… Read More

marketing reality check

Give Your Next Demand Gen Campaign A Reality Check

We’ve all been there. The copy is winding its way through the marketing group and is now on its fourth revision. The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. The marcom director wants to change the headline so… Read More

[24]7 Email Campaign_Before

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think… Read More

10 Commandments of Email Copywriting

Infographic: 10 Commandments of Email Copywriting

Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. No matter what you’re selling – a white paper, a… Read More

How to Get a Meeting

3 Tips for Getting Prospects to Say “Yes” to a Meeting

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a… Read More